Influencing Factors in the Hedonic Motivation for the Use of Airbnb Services

This study identifies the factors that drive hedonic motivation—intrinsic enjoyment and pleasure—in Airbnb use in Peru, highlighting the mediating role of social influence between users’ cognitive perceptions and their pleasurable experience. A quantitative explanatory approach is used through a survey administered to 216 users with recent experience on the platform. The instrument assesses five variables: intention to use, effort expectancy, outcome expectancy, social influence, and hedonic motivation. Factor analysis and structural equation modelling are applied to validate scales and test theoretical relationships. In addition, semi-structured interviews complement the findings with qualitative evidence on how users perceive social approval. The results show that outcome expectancy—tangible benefits such as savings, convenience, and authenticity—is the strongest predictor of hedonic motivation. Social influence amplifies this motivation by legitimizing the user experience through the approval of their environment. Intention to use and effort expectancy also strengthen enjoyment, primarily by enhancing social influence, confirming their mediating effect. In short, the enjoyment associated with using Airbnb in Peru is based on the combination of perceived value and social validation. It is recommended that the platform and its hosts promote strategies that highlight both economic benefits and local testimonials and digital reputation to reinforce social approval. This comprehensive approach is key to fostering hedonic use and sustaining growth in the Peruvian.